MAM
Motivator appoints Maulshree Joshi as National Creative Director
Mumbai: GroupM ‘s media agency, Motivator has appointed Maulshree Joshi as the national creative director. Maulshree will be reporting to Rabe Iyer, the Managing Director of Motivator. Henceforth, she will be working closely with the organisation’s business teams and senior client leads.
Joshi had been serving Group M since 2007 as the creative head (Content). She has scripted and conceptualized some award winning campaigns and shows in her career, which includes Group M’s first AFP show Mallika-e-Kitchen, the Boost Sachin Anthem which achieved the fastest ever million digital views of any branded content in India, Alpenliebe Magar Ke Nagar – India’s first virtual reality show on DD, radio campaigns by Pepsi, and many others.
Speaking on the new development, Iyer said, “Maulshree comes in with a unique advantage of creative craft and a decade of experience, working with planners, traders, media owners, creative artists, directors, visualisers, digital communication planners, mobile specialists, CRM experts and expert data analytics personnel in the top agency network of India. Our endeavour is to consistently execute creatively, ideas for our brands on the back of our data centricity and globally backed grasp of the emerging digital world; Maulshree is best poised to contribute to it.”
Maulshree Joshi also commented on her new role. “Today data and content are the two key pillars of any successful brand communication and I have been fortunate to work with clients who were the early-adopters to acknowledge the importance of content. I am now immensely delighted to be a part of Motivator and looking forward to contribute ‘content-fully’ towards its aggressive growth in the industry.” She said.
Motivator has been one of the fastest growing agencies in India on the back of integrating multiple disciplines and practices. The agency’s current client base includes Havells, Honda Cars, Redington and Ingram, Himalaya Consumer Division, Ola Cabs, Essilor, Yamaha, LIC, Hungama.com, Bajaj Finserv, Kalyan Jewellers, Pepperfry.com and Hike Messenger.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
